Mall of America unveils a new, colorful logo

After 20 years, the red, white and blue star and ribbons have been replaced with a more vibrant, multicolored star with softer edges.

“We are moving away from a static logo and incorporating a dynamic colorful design, making use of innovative digital media,” said Maureen Bausch, Mall of America’s executive vice president for business development.

The new logo made a quiet appearance earlier this year in print publications, and on Wednesday it was being featured in Mall of America gift shops and on employee uniforms, said Bridget Jewell, spokeswoman for the mall in Bloomington.

“The old logo had the look of dated Americana,” said Beth Perro-Jarvis of Ginger Consulting in Minneapolis.

But changing a brand as ubiquitous as Mall of America is not a decision made lightly. “It’s a tremendous investment and companies can get it wrong,” Perro-Jarvis said. “The Gap and Coca-Cola changed their logos recently and then had to deal with customer backlash.”

The rainbow colors of the new image will change with the seasons. A pink logo was used Sunday during the Race for the Cure. Red, white and blue might return for the Fourth of July.

The logo was designed by Duffy & Partners, a Minneapolis design firm that has worked with Aveda, American Eagle Outfitters, Sony and Whole Foods. The multicolored ribbon that creates the star shape is a nod to the ribbons of the retired logo. Duffy’s literal interpretation indicated that the ribbon represents change as well as shopping and gift-giving.

The mall continues its renovation and expansion with concourse remodeling, the addition of a Radisson Blu hotel, and Phase II construction.